NY TOY FAIR: LEGO Adds New Star Wars

Feb 18, 2014

LEGO Systems debuted new additions to its Star Wars line of building sets and revealed its new LEGO Juniors line for younger kids at the New York Toy Fair this week.

As it celebrates the 15th anniversary of the first LEGO Star Wars collection, the toy company is planning a host of new additions to the range including building sets and micro-figures based on the upcoming “Star Wars Rebels” animated TV series, which will premiere on Disney Channel this fall.

The Star Wars Rebels building sets were unveiled at a Disney Consumer Products event Monday by Freddie Prinze, Jr., who stars as Kanan Jarrus in the new series. Set to launch Aug. 1, the line includes building sets of The Ghost starship and the attack shuttle Phantom as well as new mini-figures.

Twenty-three other new LEGO Star Wars sets will join the collection this year, which has seen the creation of more than 400 building sets over the 15-year partnership.

"The 1999 introduction of the LEGO Star Wars collection marked the first time we collaborated with a studio to bring someone else's stories and characters to life, and our co-produced line of toys constitutes some of our best-selling and most beloved products around the world," says Jill Wilfert, vice president of licensing and entertainment, The LEGO Group. "We are thrilled to be celebrating the 15th year of our successful relationship with Lucasfilm and we look forward to continuing to deliver a creative LEGO building experience for Star Wars fans of all ages for years to come."

LEGO also announced a new addition to its building systems–LEGO Juniors, designed specifically for children 4- to 6-years-old. The line will launch in March.

"LEGO Juniors is tailor-made to help young builders gain confidence, whether they are transitioning from LEGO Duplo or just starting to build with classic LEGO bricks," says Michelle Wilson, senior brand manager, LEGO Systems. "We know that construction play benefits young children on multiple dimensions nurturing cognitive and motor skills along with developing social, emotional and imaginative skills. We're thrilled to offer a new line to make it even easier for children to have a great first experience building."

LEGO is also showcasing a host of other branded building sets featuring Jake and the Neverland Pirates, DC Comics characters, Spider-Man, Teenage Mutant Ninja Turtles, Superman and The Simpsons at the show. For more information about LEGO’s 2014 offerings and strategy, check out the feature story “Brick by Brick” in the Feburary issue of License! Global magazine.